l2 gen y: prestige brand ranking
DESCRIPTION
The L2 Gen Y Prestige Brand Ranking, the largest study of its kind, measures the brand affinity for 105 iconic brands among the next generation of prestige consumers.TRANSCRIPT
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© L2 2010 L2THINKTANK.COM
Gen Y Prestige Brand RankingMay 3, 2010SCOTT GALLOWAY
NYU Stern
A THINK TANK for PRESTIGE BRANDS New York, NY
Register now: L2GenerationNextForum.eventbrite.com
DEMOSFrom the Edge of the Network
STERLING LANIERFive Things Prestige Execs Need to Know About Gen Y
GREG SHOVEFinding Gen Y Online
ADAM WALDENThe Evolution of Gaming
JANE BUCKINGHAMWhat Gen Y Wants from Your Brand
ANDREW WAGNERMindful Consumption: Gen Y & the New Marketplace
BEN KAUFMANSocial, Product Development, & Gen Y
DOUG AKINHow Gen Y Can Evangelize Your Brand
SCOTT GALLOWAYResults of the L2 Gen Y Prestige Ranking
SCOTT GALLOWAYThe Next “Greatest” Generation
MATTHEW BISHOPThe World Gen Y Will Inherit
LAURA McEWENThe Dynamics of Influence
JARED COHENHow Gen Y & Technology Are Changing the Course of History
KRYSTAL BALLHow Gen Y Will Govern
JEFF DENBYChange Starts With Your Underwear
DR. JAY PARKINSONGen Y, Health, & the House Call
ERIN SCHRODEThe Green Generation
TAVI GEVINSONThe Unpredictability of Gen Y
CINDY GALLOPMake Love Not Porn
Module 1: Their LivesModule 2: Their Day
This May, L2’s Generation Next Forum dissects the characteristics, influence, and brand affinities of tomorrow’s affluent consumers. The largest gathering of prestige marketers in North America, L2 forums combine education and entertainment to inspire and enlighten.
featuring:
• HIGH-VELOCITY PRESENTATIONS (TED format) by thought leaders from industry, academia, and Gen Y
• GROUNDBREAKING RESEARCH on Gen Y values, spending power, and media consumption
• EDGE-OF-THE NETWORK product demonstrations
• NETWORKING with 500+ senior executives from prestige, media, and technology firms
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© L2 2010 L2THINKTANK.COM 3
Gen Y Prestige Brand Ranking
The Prestige Industry’s Crystal BallGen Y goodwill is arguably the closest thing to a crystal ball for predicting a prestige brand’s long-term viability. Although currently not the target market, Gen Y is the future of prestige. Here’s why:
• GenerationY(born1977-1994)representsthelargestconsumergroupin U.S.history.Estimatedat70millionto85millionstrongorroughly25%of the U.S. population, Gen Y is larger than the Baby Boomer generation and is supplanting them as the most important economic force.1
• GenY’sannualspendingpowerexceeds$200billion.Theyalso influenceanother$50billion2 in purchases.
• By2017GenYwilleclipseBoomersinspendingpower.3
• BothBoomersandGenXlooktoGenYforstyleandtrendcues.
• UnlikeBoomers,whoaremovingoutoftheirprimeearningandspending years, Gen Y is just beginning their household formation years, during which their already robust spending will skyrocket.
1 HarrisInteractiveYouthPulse2009
2 “Why Generation Y Isn’t Buying Your Products” Retail Customer Experience,February5,2010
3 National Retail Foundation: Smart Brief, April 26, 2010
METHODOLOGY
The L2 Gen Y Prestige Brand RankingL2 has undertaken the largest and most robust study of
itskind,surveying450high-achievingandhigh-earning
Gen Y adults. On average this sample set is on a
trajectorytoearnmorethan$100,000intheshort-term
anddoubletheirincomewithinthenextfiveyears.
The Panel:
• 448individuals;averageage28.5
• 55%female;45%male
• From45countriesincludingtheU.S.(68%),India
(6%),China(3%),Brazil(2%),France(2%),Canada
(2%),Mexico(1%),theU.K.(1%),andItaly(1%)
• 83%expecttomakemorethan$100,000peryearin
theshortterm(next24months)
The Questions:
• Respondentsscoredsentimentfor105iconic
prestige brands
• Sixindustrycategories:Auto,Beauty&Skincare,
Spirits&Champagnes,Fashion,Hotels,Watches
&Jewelry
• Beforescoringthebrandsrespondentswereasked
unpromptedfortheirfivefavoriteprestigebrands
• Respondentswerealsoaskedaboutpopularchannels
for brand engagement
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Gen Y Prestige Brand Ranking
Rank Brand Category Class
36 Esteé Lauder Beauty & Skincare BFF
37 Clinique Beauty & Skincare BFF
38 Shiseido Beauty & Skincare BFF
39 Moët & Chandon Spirits & Champagnes Whatever
40 St. Regis Hotels Whatever
41 Grey Goose Spirits & Champagnes Whatever
42 Mandarin Oriental Hotels Whatever
43 Bentley Auto Whatever
44 Givenchy Fashion Whatever
45 Jaguar Auto Whatever
45 Fendi Fashion Whatever
47 Aston Martin Auto Whatever
48 Harry Winston Watches & Jewelry Whatever
49 Lamborghini Auto Whatever
50 Valentino Fashion Whatever
50 DeBeers Watches & Jewelry Whatever
52 TAG Heuer Watches & Jewelry Whatever
53 Kate Spade Fashion Whatever
54 Versace Fashion Whatever
55 Coach Fashion Whatever
56 Bottega Veneta Fashion Whatever
57 Hugo Boss Fashion Whatever
58 Intercontinental Hotels Tired
59 Balenciaga Fashion Tired
60 Park Hyatt Hotels Tired
61 NARS Beauty & Skincare Tired
61 Tory Burch Fashion Tired
63 David Yurman Watches & Jewelry Tired
64 Ketel One Spirits & Champagnes Tired
65 Johnnie Walker Spirits & Champagnes Tired
66 Patrón Spirits & Champagnes Tired
67 Veuve Clicquot Spirits & Champagnes Tired
68 Omega Watches & Jewelry Tired
69 Infiniti Auto Tired
70 Clarins Beauty & Skincare Tired
Rank Brand Category Class
1 Chanel Fashion Epic
2 Ritz-Carlton Hotels Epic
3 Four Seasons Hotels Epic
4 Marc Jacobs Fashion Epic
5 Cartier Watches & Jewelry Epic
6 BMW Auto Epic
7 Mercedes-Benz Auto Epic
8 W Hotels Hotels Epic
9 Prada Fashion Epic
10 Audi Auto Epic
11 Hermes Fashion Epic
12 Tiffany Watches & Jewelry Epic
13 Gucci Fashion BFF
14 MAC Beauty & Skincare BFF
15 Salvatore Ferragamo Fashion BFF
16 Burberry Fashion BFF
17 Porsche Auto BFF
18 Christian Dior Fashion BFF
19 Lexus Auto BFF
20 Louis Vuitton Fashion BFF
20 Rolex Watches & Jewelry BFF
22 Kiehl's Beauty & Skincare BFF
23 Waldorf Astoria Hotels BFF
23 Dom Pérignon Spirits & Champagnes BFF
25 Ralph Lauren Fashion BFF
26 YSL Fashion BFF
26 Michael Kors Fashion BFF
28 Giorgio Armani Fashion BFF
29 L'Occitane Beauty & Skincare BFF
30 Lancôme Beauty & Skincare BFF
31 Ferrari Auto BFF
32 Bobbi Brown Beauty & Skincare BFF
32 Bulgari Watches & Jewelry BFF
34 Dolce & Gabbana Fashion BFF
35 Land Rover Auto BFF
Rank Brand Category Class
71 Stila Beauty & Skincare Tired
71 Acura Auto Tired
73 Movado Watches & Jewelry Tired
74 Benefit Beauty & Skincare Tired
75 Hennessy Spirits & Champagnes Tired
76 Van Cleef & Arpels Watches & Jewelry Tired
77 Belvedere Spirits & Champagnes Tired
78 Bombay Sapphire Spirits & Champagnes Tired
79 Cadillac Auto Tired
80 Tanqueray Spirits & Champagnes Tired
81 Bulova Watches & Jewelry Off the Grid
82 Bally Fashion Off the Grid
82 Peninsula Hotels Off the Grid
84 Chopard Watches & Jewelry Off the Grid
85 Maker's Mark Spirits & Champagnes Off the Grid
86 Lotus Auto Off the Grid
87 Piaget Watches & Jewelry Off the Grid
88 Trump Hotels Off the Grid
89 Baccarat Watches & Jewelry Off the Grid
90 Chivas Regal Spirits & Champagnes Off the Grid
91 Fairmont Hotels Off the Grid
92 H. Stern Watches & Jewelry Off the Grid
93 Korbel Spirits & Champagnes Off the Grid
94 Patek Philippe Watches & Jewelry Off the Grid
95 Raymond Weil Watches & Jewelry Off the Grid
96 Audemars Piguet Watches & Jewelry Off the Grid
97 Luxury Collection Hotels Off the Grid
98 Jaeger-Lecoultre Watches & Jewelry Off the Grid
99 Franck Muller Watches & Jewelry Off the Grid
100 Woodford Reserve Spirits & Champagnes Off the Grid
101 Conrad Hotels Off the Grid
102 IWC Watches & Jewelry Off the Grid
103 Graff Watches & Jewelry Off the Grid
104 Vacheron Constantin Watches & Jewelry Off the Grid
105 Hublot Watches & Jewelry Off the Grid
FEMALES
RANKING: ALL BRANDS
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Gen Y Prestige Brand Ranking
Rank Brand Category Class
36 Chanel Fashion Whatever
37 Dolce & Gabbana Fashion Whatever
38 Versace Fashion Whatever
39 Bulgari Watches & Jewelry Whatever
40 Coach Fashion Whatever
41 Moët & Chandon Spirits & Champagnes Whatever
42 Christian Dior Fashion Whatever
43 Patrón Spirits & Champagnes Whatever
44 Ketel One Spirits & Champagnes Whatever
44 Bombay Sapphire Spirits & Champagnes Whatever
46 Intercontinental Hotels Whatever
47 Mandarin Oriental Hotels Whatever
48 Park Hyatt Hotels Whatever
49 Marc Jacobs Fashion Whatever
50 Chivas Regal Spirits & Champagnes Whatever
51 Cadillac Auto Whatever
52 Hennessy Spirits & Champagnes Whatever
53 DeBeers Watches & Jewelry Whatever
54 Esteé Lauder Beauty & Skincare Whatever
54 Tanqueray Spirits & Champagnes Whatever
56 Maker's Mark Spirits & Champagnes Whatever
57 St. Regis Hotels Whatever
58 Belvedere Spirits & Champagnes Whatever
59 Fendi Fashion Tired
60 Movado Watches & Jewelry Tired
61 Lancôme Beauty & Skincare Tired
62 Patek Philippe Watches & Jewelry Tired
63 Clinique Beauty & Skincare Tired
64 Kate Spade Fashion Tired
65 Kiehl's Beauty & Skincare Tired
66 YSL Fashion Tired
67 Bulova Watches & Jewelry Tired
68 Michael Kors Fashion Tired
69 Valentino Fashion Tired
70 MAC Beauty & Skincare Tired
Rank Brand Category Class
1 BMW Auto Epic
2 Ferrari Auto Epic
3 Porsche Auto Epic
4 Lamborghini Auto Epic
5 Audi Auto Epic
6 Aston Martin Auto Epic
7 Four Seasons Hotels Epic
8 Mercedes-Benz Auto Epic
9 Ralph Lauren Fashion Epic
10 Ritz-Carlton Hotels BFF
11 Bentley Auto BFF
12 Hugo Boss Fashion BFF
13 W Hotels Hotels BFF
14 Rolex Watches & Jewelry BFF
15 Land Rover Auto BFF
16 Lexus Auto BFF
17 Giorgio Armani Fashion BFF
18 TAG Heuer Watches & Jewelry BFF
19 Johnnie Walker Spirits & Champagnes BFF
20 Grey Goose Spirits & Champagnes BFF
21 Cartier Watches & Jewelry BFF
22 Dom Pérignon Spirits & Champagnes BFF
23 Lotus Auto BFF
23 Burberry Fashion BFF
25 Gucci Fashion BFF
26 Tiffany Watches & Jewelry BFF
27 Waldorf Astoria Hotels BFF
28 Jaguar Auto Whatever
29 Hermes Fashion Whatever
30 Omega Watches & Jewelry Whatever
31 Louis Vuitton Fashion Whatever
32 Infiniti Auto Whatever
33 Acura Auto Whatever
34 Prada Fashion Whatever
35 Ferragamo Fashion Whatever
Rank Brand Category Class
71 Veuve Clicquot Spirits & Champagnes Tired
72 Givenchy Fashion Tired
73 L'Occitane Beauty & Skincare Tired
74 Trump Hotels Tired
75 Korbel Spirits & Champagnes Tired
76 Harry Winston Watches & Jewelry Tired
77 David Yurman Watches & Jewelry Tired
78 Piaget Watches & Jewelry Tired
78 Raymond Weil Watches & Jewelry Tired
80 Woodford Reserve Spirits & Champagnes Tired
81 Bally Fashion Tired
82 Peninsula Hotels Tired
83 Fairmont Hotels Tired
84 Chopard Watches & Jewelry Tired
85 IWC Watches & Jewelry Tired
86 Van Cleef & Arpels Watches & Jewelry Off the Grid
87 Shiseido Beauty & Skincare Off the Grid
88 H. Stern Watches & Jewelry Off the Grid
89 Bottega Veneta Fashion Off the Grid
90 Clarins Beauty & Skincare Off the Grid
90 Baccarat Watches & Jewelry Off the Grid
92 Audemars Piguet Watches & Jewelry Off the Grid
93 Tory Burch Fashion Off the Grid
94 Bobbi Brown Beauty & Skincare Off the Grid
94 Luxury Collection Hotels Off the Grid
96 Franck Muller Watches & Jewelry Off the Grid
96 Hublot Watches & Jewelry Off the Grid
98 Jaeger-Lecoultre Watches & Jewelry Off the Grid
99 Conrad Hotels Off the Grid
100 Vacheron Constantin Watches & Jewelry Off the Grid
101 Balenciaga Fashion Off the Grid
102 Graff Watches & Jewelry Off the Grid
103 Stila Beauty & Skincare Off the Grid
104 NARS Beauty & Skincare Off the Grid
105 Benefit Beauty & Skincare Off the Grid
MALES
RANKING: ALL BRANDS
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Gen Y Prestige Brand Ranking
Gen Y Loves Brands65%ofwomenand61%ofmensurveyedconsiderthem-
selvesbrandconscious.Only1%thewomenand3%ofthe
men do not. Not surprising for a generation that has grown
up in the age of branding and been the target of a barrage of
marketing messages since birth.
The Apple of My EyeUnprompted, Apple is considered the #1 brand among men
and#9forwomen.Appleisthe#1mostlikelynextprestige
brand purchase for both men and women.
DriveSeven of the 10 highest rated brands for men were auto-
mobiles—withBMWrated#1.WomenratedAutohigher
thanBeauty&SkincareandsecondonlytoFashion.BMW,
Mercedes-Benz,andAudiappealtomenandwomenappear-
ing on the top 10 lists for both genders. Despite their high
rankings,Cadillac,Jaguar,andLandRoveralsoregistereda
significannumberofdislikesfrommen.
You’re Fired!Arguably, it’s better to be disliked than not known at all, and
“hated” brands can take solace that strong brands evoke
strong reactions. Iconic, logo-driven, brands such as Louis
VuittonandBurberry(forfemales),generatedsomeofthe
most bifurcated reactions and, despite appearing in the top
20,arealsoamongthemostdisliked.Trumpisthemost
dislikedprestigebrandinthesurvey.40%ofmenand34%of
womenreportthey“hate”thebrand.TheTrumpaversionsug-
gests that although supremely brand conscious, Gen Y is wary
OBSERVATIONS
Off the Grid Whatever Epic
AUTOMOBILES
BEAUTY & SKINCARE
HOTELS
SPIRITS & CHAMPAGNES
WATCHES & JEWELRY
FASHION
Off the Grid Whatever Epic
BEAUTY & SKINCARE
SPIRITS & CHAMPAGNES
FASHION
HOTELS
WATCHES & JEWELRY
AUTOMOBILES
AVERAGE SCORE PER CATEGORY:
Females
AVERAGE SCORE PER CATEGORY:
Males
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Gen Y Prestige Brand Ranking
offlashyself-promotion.Poorperceivedcorporatecitizenship
and environmental disregard also elicited negative sentiment:
DeBeersandSUV-dominantLandRoverandCadillacwere
among the top-10 most hated.
The Old CountryIn the Fashion category eight of the top 10 brands for women
are headquartered in Europe, including legendary fashion
housesChanel,Prada,HermesandGucci.Placingsecond
amongwomeninthefashionranking,MarcJacobsistheonly
Americanbrandinthetopfiveandtheonlyfirst-generation
brand to score in the top 10.
Out of Time: Watches & Jewelry Are Not On Gen Y’s RadarWatches&Jewelryareamongthelowestratedcategories
forbothmenandwomen.Thereisastrikinglackofbrand
awareness.AlthoughlegendarybrandsCartier,Tiffany,and
Rolexstillrankhigh,therearesevenprestigeWatch&Jewelry
brandsthat50%oftherespondentsdonotknow.
Will You Be My Friend?OneinfiveGenYrespondentslikeaprestigebrandonFace-
book,andonein10followaprestigebrandonTwitter.Almost
half have signed up to receive email from a prestige brand.
Thesurveyhighlightsthatbrandsembracingsocialmediaare
enjoying strong word-of-mouth within this cohort.
E-commerce: The Train Is LeavingThestoreisstillthedominantchannel,butmorethanhalfof
thewomenpurchasedluxurygoodsondiscountsites,such
OBSERVATIONS
50%
40%
30%
20%
10%
0%
LIKE ONFACEBOOK
FOLLOW ONTWITTER
SUBSCRIBE TOYOUTUBE
RECEIVE EMAIL
19%
8%
1%
45%
SOCIAL MEDIA & PRESTIGE BRANDS:
% of Respondents Who Engage With Brand Social Media Platforms
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Gen Y Prestige Brand Ranking
asGilt.com(54%),andretailsites,includingNet-A-Porter.com
(53%),yetlessthanone-thirdpurchaseddirectlyfromabrand
site. Female adoption of these web portals signals a shift in
luxuryretailandisanindicationofthingstocome.Withoutro-
bustdirect-to-consumere-commercestrategies,luxurybrands
risk leaving their brands, and the rich sales and marketing
data, in the hands of third party retailers.
Print Holding and Blogs RisingPrint is not dead, and it continues to be a primary source for
information on prestige brands. It is the #1 source for women
and #2 for men.
Wordofmouthrecommendationsfromfamily&friendsare
also crucial, ranking #1 for men and #2 for women. Although
respondents do not seem to be directly engaging with brands
viasocialmedia,almostoneinfiveGenY’sconsiderblogs
one of their top three sources for information on prestige
brands.
The Pillars of Luxury Still StandTraditionalluxurysignifiers,quality,authenticityandimage,
were the most important attributes of a prestige brand for both
menandwomen.Meanwhile,heritageandexclusivity,often
linchpinsofluxurymarketingcampaigns,takeabackseat.
Standingonthesepillars,iconicbrandslikeChanel,Cartier,
andTiffanystillresonate(particularlywithwomen).
OBSERVATIONS
FLASH SITE SALE
RETAILER SITE
BRAND SITE
OTHER ONLINE
MOBILE
0% 20% 40% 100%80%60%
IN-STORE 86%
54%
53%
27%
11%
1%
AUTHENTICITY
IMAGE
CREATIVITY
EXCLUSIVITY
HERITAGE
INNOVATION
SOCIAL RESPONSIBILITY
PERSONALIZATION
COMMUNITY
0% 20% 40% 100%80%60%
QUALITY 82%
46%
44%
41%
37%
20%
12%
8%
6%
4%
WHERE DO YOU PURCHASE PRESTIGE BRANDS?
% of Female Respondents
WHAT IS IMPORTANT TO YOU IN A PRESTIGE BRAND?
% of All Respondents
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Gen Y Prestige Brand Ranking
OBSERVATIONS
TOP BRANDS UNPROMPTED:Females
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Gen Y Prestige Brand Ranking
TOP BRANDS UNPROMPTED:Males
OBSERVATIONS
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Gen Y Prestige Brand Ranking
Gen Y Prodigy: MARC JACOBSMarcJacobshasbuiltavarietyofnext-generationcommuni-
ties both on and offline.
Foursquare & Social Media:
MarcJacobsfosteredauniquefollowingatFashionWeek
2010, with behind-the-scenes tweets from President Robert
Duffyandliveonlinestreamsofitsshows.Inaddition,Marc
Jacobspartneredwithgeo-taggingcompanyFoursquare
during Fashion Week, challenging enthusiasts to “check-in”
andunlockbadgesatanyoftheMarcbyMarcJacobsstores
in New York.
Accessibility:
WithdiffusionlinesMarcbyMarcJacobsandLittleMarc,
the designer has been able to recruit a loyal Gen Y following.
TobuttressitsstreetcredintheNewYorkcommunity,Marc
JacobsisopeningofabookstoreinGreenwichVillage.Marc
Jacobshasalsobeenamongthefirsttop-tierdesignersto
embraceonlinedistributionthroughpopular“Members’Only”
flashsitesincludingGiltGroupe.Thebrandrecently
announcedthatitislaunchingDTCe-commerce.
CASE STUDIES
MarcJacobs.com: 2010 Fall/Winter Runway Video
Foursquare.com: Marc Jacobs badges
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Gen Y Prestige Brand Ranking
Gen Y Prodigy: AUDITheGermanautomakerhaspulledmanyleverstocapture
theattentionofthenextgenerationofconsumers:afreshand
affordableentrymodel,innovativesystemsforfuelefficiency,
and a ubiquitous social media presence.
Early Access:
Costinglessthan$25,000,theA1modeloffersyoungerenthu-
siasts the opportunity to become Audi drivers without break-
ingthebank.Thefuel-efficient,two-doorhatchbackisAudi’s
answertotheMiniCooper,apopularvehicleamongyoung
professionals.
Responsible Engineering:
ThecompactA1reflectsAudi’sbroadereffortstocreateacol-
lection of green cars and engines. Audi’s cutting-edge lineup
has captured the attention of the environmentally conscious
with electric-powered models and diesel-powered engines.
Digital Savvy:
Earlierthisyear,AudibestediconsBMWandMercedes-Benz
toearnthetopspotinL2’sDigitalIQIndexforautobrands.
Thisaccomplishmentisatributetothecompany’sdeftuseof
online platforms including Facebook to provide sneak peeks
of concept cars and solicit user feedback for the LA Design
Challenge;theiPhonetocreateasetofthreemobilegaming
apps;Sony’sPlaystationHometobuildavirtualAudiSpace;
andYouTubetodistributehigh-profilecommercialteasers
castingJustinTimberlake.Inaddition,Audiwillbeshowcas-
ingitsaward-winningR8andothermodelsinthesummer
blockbuster Iron Man 2.
CASE STUDIES
Audi A1 on Audi.com
Audi Space on Sony Playstation Home
Concept cars on Audi Facebook page
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Gen Y Prestige Brand Ranking
Gen Y Prodigy: CHANELChanel proves that true luxury still resonates with Gen Y.
makeup & Fragrance:
Although the brand may be best known for its chic suits and
quilted handbags, Chanel’s most profitable businesses are its
beauty and fragrance divisions. By offering an affordable and
relevant entry point through its makeup counters, Chanel has
been able to establish a beachhead with Gen Y consumers.
new media & traditional assets:
The French designer has elevated its online presence, taking
over its Facebook page from a fan in November 2009 and
building a dramatic following around perfume brand Chanel
No. 5. Chanel was one of the first fashion powerhouses to
experiment with new media, distributing short online films, cre-
ating podcasts and a downloadable iPhone app. In February,
Chanel announced plans to expand its e-commerce platform
to include eyewear and accessories in addition to its current
beauty offerings.
CasE stUDiEs
Chanel.com: Chanel no. 5 site page with Night Train short film starring audrey tautou
Chanel Facebook Page:Rouge Coco tab
Chanel.com: Beauty and fragrance page
Chanel iPhone app
Chanel-news.com
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Gen Y Prestige Brand Ranking
Gen Y Prodigy: MACGoing Green:
MakeupArtCosmetics(MAC)scoreswithsocialresponsibility.
Tomeetthedemandsofgreen-consciousconsumers,MAC’s
BacktoMACrecyclingprogramspromoted“eco-friendly”
packaging;rewardingparticipantswithafreesampleproduct
inexchangeforusedcontainers.Inaddition,withthehelpof
spokeswomen Lady Gaga, the beauty brand recently raised
$2.5millioninaglobalcampaignforHIVAIDSawareness.
Gen Y’s Makeup Brand:
Throughprovocativedesignandinnovativemerchandising,
MAChasremainedrelevantwithbothconsumersandthenext
generation of makeup artists.
ThisyearMACbegancollaboratingwithLondon-based
departmentstoreLiberty,initsnewGiveMeLibertyofLondon
Collection.TheMACPROprogramhasalsobeencritical
to building a base of loyal fans and brand ambassadors in
the industry: for an annual fee, cosmetic professionals and
students receive discounts and opportunities to engage in
workshopsandnetworkingsessions.Thecompanyhasbol-
stered these grassroots efforts with an industry-leading digital
mediastrategy:withtipsandhow-tovideosonYouTubeand
Facebook,andaTwitterpresencethatempowersitsmakeup
artiststoevangelizethebrand.
CASE STUDIES
MAC YouTube Channel:Artists in Action video series
MAC AIDS Fund:Supported by Lady Gaga & Cindy Lauper “From Our Lips” campaign
MAC PRO website
MAC homepage
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Gen Y Prestige Brand Ranking
Rank Brand Category Class
1 BMW Auto Epic
2 Mercedes-Benz Auto Epic
3 Audi Auto Epic
4 Porsche Auto BFF
5 Lexus Auto BFF
6 Ferrari Auto BFF
7 Land Rover Auto BFF
8 Bentley Auto Whatever
9 Jaguar Auto Whatever
10 Aston Martin Auto Whatever
11 Lamborghini Auto Whatever
12 Infiniti Auto Tired
13 Acura Auto Tired
14 Cadillac Auto Tired
15 Lotus Auto Off the Grid
Rank Brand Category Class
1 BMW Auto Epic
2 Ferrari Auto Epic
3 Porsche Auto Epic
4 Lamborghini Auto Epic
5 Audi Auto Epic
6 Aston Martin Auto Epic
7 Mercedes-Benz Auto Epic
8 Bentley Auto BFF
9 Land Rover Auto BFF
10 Lexus Auto BFF
11 Lotus Auto BFF
12 Jaguar Auto Whatever
13 Infiniti Auto Whatever
14 Acura Auto Whatever
15 Cadillac Auto Whatever
FEMALES MALES
AUTOMOBILES
Rank Brand Category Class
1 MAC Beauty & Skincare BFF
2 Kiehl's Beauty & Skincare BFF
3 L'Occitane Beauty & Skincare BFF
4 Lancôme Beauty & Skincare BFF
5 Bobbi Brown Beauty & Skincare BFF
6 Esteé Lauder Beauty & Skincare BFF
7 Clinique Beauty & Skincare BFF
8 Shiseido Beauty & Skincare BFF
9 NARS Beauty & Skincare Tired
10 Clarins Beauty & Skincare Tired
11 Stila Beauty & Skincare Tired
12 Benefit Beauty & Skincare Tired
Rank Brand Category Class
1 Esteé Lauder Beauty & Skincare Whatever
2 Lancôme Beauty & Skincare Tired
3 Clinique Beauty & Skincare Tired
4 Kiehl's Beauty & Skincare Tired
5 MAC Beauty & Skincare Tired
6 L'Occitane Beauty & Skincare Tired
7 Shiseido Beauty & Skincare Off the Grid
8 Clarins Beauty & Skincare Off the Grid
9 Bobbi Brown Beauty & Skincare Off the Grid
10 Stila Beauty & Skincare Off the Grid
11 NARS Beauty & Skincare Off the Grid
12 Benefit Beauty & Skincare Off the Grid
FEMALES
BEAUTY & SKINCAREMALES
RANKING: BY CATEGORY
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Gen Y Prestige Brand Ranking
Rank Brand Category Class
1 Chanel Fashion Epic
2 Marc Jacobs Fashion Epic
3 Prada Fashion Epic
4 Hermes Fashion Epic
5 Gucci Fashion BFF
6 Salvatore Ferragamo Fashion BFF
7 Burberry Fashion BFF
8 Christian Dior Fashion BFF
9 Louis Vuitton Fashion BFF
10 Ralph Lauren Fashion BFF
11 YSL Fashion BFF
12 Michael Kors Fashion BFF
13 Giorgio Armani Fashion BFF
14 Dolce & Gabbana Fashion BFF
15 Givenchy Fashion Whatever
16 Fendi Fashion Whatever
17 Valentino Fashion Whatever
18 Kate Spade Fashion Whatever
19 Versace Fashion Whatever
20 Coach Fashion Whatever
21 Bottega Veneta Fashion Whatever
22 Hugo Boss Fashion Whatever
23 Balenciaga Fashion Tired
24 Tory Burch Fashion Tired
25 Bally Fashion Off the Grid
Rank Brand Category Class
1 Ralph Lauren Fashion Epic
2 Hugo Boss Fashion BFF
3 Giorgio Armani Fashion BFF
4 Burberry Fashion BFF
5 Gucci Fashion BFF
6 Hermes Fashion Whatever
7 Louis Vuitton Fashion Whatever
8 Prada Fashion Whatever
9 Salvatore Ferragamo Fashion Whatever
10 Chanel Fashion Whatever
11 Dolce & Gabbana Fashion Whatever
12 Versace Fashion Whatever
13 Coach Fashion Whatever
14 Christian Dior Fashion Whatever
15 Marc Jacobs Fashion Whatever
16 Fendi Fashion Tired
17 Kate Spade Fashion Tired
18 YSL Fashion Tired
19 Michael Kors Fashion Tired
20 Valentino Fashion Tired
21 Givenchy Fashion Tired
22 Bally Fashion Tired
23 Bottega Veneta Fashion Off the Grid
24 Tory Burch Fashion Off the Grid
25 Balenciaga Fashion Off the Grid
FEMALES MALES
FASHION
RANKING: BY CATEGORY
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© L2 2010 L2THINKTANK.COM 17
Gen Y Prestige Brand Ranking
Rank Brand Category Class
1 Ritz-Carlton Hotels Epic
2 Four Seasons Hotels Epic
3 W Hotels Hotels Epic
4 Waldorf Astoria Hotels BFF
5 St. Regis Hotels Whatever
6 Mandarin Oriental Hotels Whatever
7 Intercontinental Hotels Tired
8 Park Hyatt Hotels Tired
9 Peninsula Hotels Off the Grid
10 Trump Hotels Off the Grid
11 Fairmont Hotels Off the Grid
12 Luxury Collection Hotels Off the Grid
13 Conrad Hotels Off the Grid
Rank Brand Category Class
1 Four Seasons Hotels Epic
2 Ritz-Carlton Hotels BFF
3 W Hotels Hotels BFF
4 Waldorf Astoria Hotels BFF
5 Intercontinental Hotels Whatever
6 Mandarin Oriental Hotels Whatever
7 Park Hyatt Hotels Whatever
8 St. Regis Hotels Whatever
9 Trump Hotels Tired
10 Peninsula Hotels Tired
11 Fairmont Hotels Tired
12 Luxury Collection Hotels Off the Grid
13 Conrad Hotels Off the Grid
FEMALES MALES
HOTELS
RANKING: BY CATEGORY
Rank Brand Category Class
1 Dom Pérignon Spirits & Champagnes BFF
2 Moët & Chandon Spirits & Champagnes Whatever
3 Grey Goose Spirits & Champagnes Whatever
4 Ketel One Spirits & Champagnes Tired
5 Johnnie Walker Spirits & Champagnes Tired
6 Patrón Spirits & Champagnes Tired
7 Veuve Clicquot Spirits & Champagnes Tired
8 Hennessy Spirits & Champagnes Tired
9 Belvedere Spirits & Champagnes Tired
10 Bombay Sapphire Spirits & Champagnes Tired
11 Tanqueray Spirits & Champagnes Tired
12 Maker's Mark Spirits & Champagnes Off the Grid
13 Chivas Regal Spirits & Champagnes Off the Grid
14 Korbel Spirits & Champagnes Off the Grid
15 Woodford Reserve Spirits & Champagnes Off the Grid
Rank Brand Category Class
1 Johnnie Walker Spirits & Champagnes BFF
2 Grey Goose Spirits & Champagnes BFF
3 Dom Pérignon Spirits & Champagnes BFF
4 Moët & Chandon Spirits & Champagnes Whatever
5 Patrón Spirits & Champagnes Whatever
6 Ketel One Spirits & Champagnes Whatever
7 Bombay Sapphire Spirits & Champagnes Whatever
8 Chivas Regal Spirits & Champagnes Whatever
9 Hennessy Spirits & Champagnes Whatever
10 Tanqueray Spirits & Champagnes Whatever
11 Maker's Mark Spirits & Champagnes Whatever
12 Belvedere Spirits & Champagnes Whatever
13 Veuve Clicquot Spirits & Champagnes Tired
14 Korbel Spirits & Champagnes Tired
15 Woodford Reserve Spirits & Champagnes Tired
FEMALES MALES
SPIRITS & CHAMPAGNES
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© L2 2010 L2THINKTANK.COM 18
Gen Y Prestige Brand Ranking
Rank Brand Category Class
1 Cartier Watches & Jewelry Epic
2 Tiffany Watches & Jewelry Epic
3 Rolex Watches & Jewelry BFF
4 Bulgari Watches & Jewelry BFF
5 Harry Winston Watches & Jewelry Whatever
6 DeBeers Watches & Jewelry Whatever
7 TAG Heuer Watches & Jewelry Whatever
8 David Yurman Watches & Jewelry Tired
9 Omega Watches & Jewelry Tired
10 Movado Watches & Jewelry Tired
11 Van Cleef & Arpels Watches & Jewelry Tired
12 Bulova Watches & Jewelry Off the Grid
13 Chopard Watches & Jewelry Off the Grid
14 Piaget Watches & Jewelry Off the Grid
15 Baccarat Watches & Jewelry Off the Grid
16 H. Stern Watches & Jewelry Off the Grid
17 Patek Philippe Watches & Jewelry Off the Grid
18 Raymond Weil Watches & Jewelry Off the Grid
19 Audemars Piguet Watches & Jewelry Off the Grid
20 Jaeger-Lecoultre Watches & Jewelry Off the Grid
21 Franck Muller Watches & Jewelry Off the Grid
22 IWC Watches & Jewelry Off the Grid
23 Graff Watches & Jewelry Off the Grid
24 Vacheron Constantin Watches & Jewelry Off the Grid
25 Hublot Watches & Jewelry Off the Grid
Rank Brand Category Class
1 Rolex Watches & Jewelry BFF
2 TAG Heuer Watches & Jewelry BFF
3 Cartier Watches & Jewelry BFF
4 Tiffany Watches & Jewelry BFF
5 Omega Watches & Jewelry Whatever
6 Bulgari Watches & Jewelry Whatever
7 DeBeers Watches & Jewelry Whatever
8 Movado Watches & Jewelry Tired
9 Patek Philippe Watches & Jewelry Tired
10 Bulova Watches & Jewelry Tired
11 Harry Winston Watches & Jewelry Tired
12 David Yurman Watches & Jewelry Tired
13 Piaget Watches & Jewelry Tired
14 Raymond Weil Watches & Jewelry Tired
15 Chopard Watches & Jewelry Tired
16 IWC Watches & Jewelry Tired
17 Van Cleef & Arpels Watches & Jewelry Off the Grid
18 H. Stern Watches & Jewelry Off the Grid
19 Baccarat Watches & Jewelry Off the Grid
20 Audemars Piguet Watches & Jewelry Off the Grid
21 Franck Muller Watches & Jewelry Off the Grid
22 Hublot Watches & Jewelry Off the Grid
23 Jaeger-Lecoultre Watches & Jewelry Off the Grid
24 Vacheron Constantin Watches & Jewelry Off the Grid
25 Graff Watches & Jewelry Off the Grid
FEMALES MALES
WATCHES & JEWELRY
RANKING: BY CATEGORY
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